Shubham

In: Business and Management

Submitted By shubham
Words 1624
Pages 7
1. Title

The effect of brand placement on brand recall and buyer behaviour.

2. Introduction

Brand placement is an art in itself. Correct placement of a brand may give flying colours to the company and on the other hand wrong placement may ruin the image of the brand and then a considerable investment may be again required to re-build the lost brand image. Huge amounts are spent every year by various organisations worldwide in order to build their brand. Companies have placed their brands in various television programmes, movies, internet, music videos and many other sources according to their need. Apple laptop computers have been used in more than 1500 movies and TV shows. Brand Placement can create both a positive as well as negative impact on the buyer behaviour and brand recall (Karrah 1998).

3. Research Background

Brand placement is an attractive option for marketers for some of the advantages such as low cost, substantial reach, low competition and longer shelf life. Placement can provide a competitive edge to the brand as compared to competing brands. The use of Nokia mobile in The Dark Night has given tremendous amount of publicity and reach to the Nokia 5800 before the launch of the handset (Bartlett,1932).

There is a unique relation which carries the brand to the consumer which modifies the buyer behaviour as well as the brand recall process. TATA has been selling all its products in the name of one single brand i.e. TATA whereas if any other company like Ford starts selling steels or salt with the name Ford, the brand will loose its identity and buyer behaviour will be reversed (Huber & McCann, 1982).

Often brands are placed in movies, this enhances the buyer behaviour as the relation of consumers with their favourite actors forces them to buy the same brand. The use of Nokia Bluetooth in the Shahrukh starring “Om Shanti Om” has given…...

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